I enjoy the dialogue about many topics on Twitter, as well as the discussions about Twitter on Twitter 🙂  I have been catching some conversation and reaction in tweets regarding Twitter’s new “mute” button.  I have seen a few people wonder about the impact on engagement and others wondering about its usefulness and purpose.

I read a post that explained its function and possible purpose quite well. (Thank you for sharing, Mike @mikekujawski).  How NOT to get muted by Twitter’s new function also refers to engagement,

The true measure of success for brands on Twitter will no longer be just follower numbers. Especially when it’s impossible to know how many of those followers are actually listening any more. Engagement is the success metric that counts now.”

Here is the advice and reassurance to “brands”:

The Twitter mute button will essentially let your followers be the judge of your content strategy. And you can be fairly sure that regular, repetitive streams of self-promotion are going to be quickly and quietly turned off.

Twitter is not ‘punishing’ brands, it’s trying to adapt to become a better social network. To keep up with changes like these, brands are also going to need to adapt and to commit to being truly social themselves.”

So, the focus is about brands and keeping things “social”?  Muting will be a form of feedback? Where does the individual user factor into this and in social media in general? Just trying to make sense of it.  More of my thoughts to come.  I welcome yours.

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